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I wonder if you, like me, are turned off by the majority of marketing we receive.

The reason? It is dull.

If that is the case, then why do so many companies insist on pushing it at us? Three reasons:

1. Dull is cheap
2. Dull is easy
3. Dull is fast

I remember the Good Old Days of marketing. You might buy in a list of 10,000 potential customers. Then you would pay for the paper and printing to be done before employing a company to fold the brochure so they fitted neatly into an envelope. Finally you would pay for the cost of posting 10,000 pieces of mail.

That was a lot of expense so you would put a lot of thought into your message.

With today’s cheap email software, though, you can hit 10,000 people with a message almost instantaneously at negligible cost. And then do it again tomorrow. And the day after that.

So that is what these people are doing. But they are missing the point – getting a message across may be cheap, easy and fast, but that doesn’t stop it being dull.

What I am trying to get across is that people don’t want to read dull. They want to read interesting, something that has value for them. So take a bit of time to think about you message and make it stand out from the crowd.

Don’t do dull!

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